Mother splits with Egg after failing to make review grade

Mother's six-year relationship with Egg has come to an end, after the agency failed to make the shortlist in the Prudential and Egg integrated review.

Mother handled TV advertising for Egg. According to Nielsen Media Research figures, the brand spent £7.2 million on TV advertising in the year to September 2006. The total value of the combined accounts is around £27 million.

The review, being handled by the Haystack Group, includes the finance giant's creative, direct and digital business. It follows the integration of the Pru and Egg teams in the wake of Prudential's purchase of the 27 per cent stake of the online bank it did not own.

The Prudential incumbents, WCRS and Tequila\London, are involved in the pitch, as is Claydon Heeley, the incumbent on Egg's direct account. Media was consolidated into MediaCom in August 2006.

Stef Calcraft, the Mother partner, said: "We've loved working with Egg, but the business is unrecognisable from the one we teamed up with six years ago. If Egg gets the new, sustainable business model it needs, that will have made the efforts of all involved over the years worthwhile."

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